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manipulation of content – digital and
social media are the enablers. Video
on demand, online news, blogs and
interactive websites have forever
changed the way that travellers obtain
information.
Add to the list the battle between
nations for tourist arrivals and
dollars. “Destination branding for
many countries plays a key role in
supporting their economic strategy,”
says Yeo.
STB’s mandate became clear – build
on equity delivered by the Uniquely
Singapore campaign, rejig the
key value proposition, cut through
conventional destination advertising
and build affi nity for Singapore
through a fresh new global brand
campaign; and develop a deeper
rapport with potential visitors by
leveraging new opportunities
in digital communications and
social media.
Incidentally, a study across
seven markets including
China, India, Vietnam, the UK
and Indonesia unlocked key
insights that shaped the value
proposition.
Reveals Yeo, “People like
Singapore for the concentration
of experiences we offer.
They also said that our size
enabled easy inland navigation
and access to the various
attractions. Others said that we
are good for shopping; and that
we are a fresh destination that
inspires.”
When asked about the brand
proposition, Yeo explains, “It
delivers on Singapore’s promise
to provide a concentration of
multi-faceted and user-centric
travel experiences as well as
positions the destination as
one that is future-facing and
inspiring; one where visitors
are invited to make their virtual
experience of Singapore a
reality.”
“To us, empowering the visitor is
vital. Every visitor can adapt and
tweak Singapore to their needs. In
short, they can defi ne and articulate
their own experience,” she adds.
“The brand essence remains. The
difference is we have pushed the
boundaries of engagement and made
Singapore more customer-centric.”
Brand Equity Volume 2, 2010 33
“Our strategy puts digital at the
heart of our destination marketing
campaign, allowing us to build a
relationship with the consumer, and to
be where people are,” says Yeo.
The digital approach includes a new
website www.yoursingapore.com,
and claims signifi cant investment into
search engine marketing, blogger
engagement, social media including
social media monitoring, mobile and
travel e-commerce.
Explains Yeo, “The website is a
dynamic, interactive portal which
allows Singaporeans and travellers to
conceptualise their own experience
and transform this into reality.
Navigation on the site mirrors the ease
and accessibility of attractions that
Singapore offers in real life.”
“Travellers can explore the activities
and sights Singapore has to offer and,
through the intelligent YourSingapore
portal, create their personalised
itinerary – it is the smart traveller’s
personal online concierge service.”

And despite its contemporary
persona and new-fangled attractions,
Singapore is a melting pot of
co-existing cultures. The website
refl ects that contemporary and
heritage-rich variety as well. “The
transactional opportunities are
immense,” says Yeo.
And the experience can be fl uid. Your
travel plan can be parked in your
phone. Enter Singapore, connect to
a wireless network and very soon
offers and promotions will come your
way when you hit a particular location
that’s in your plan.
When asked if the emphasis on digital
strategy may direct the brand to a
more digital savvy group, Yeo says
that according to Google, over 75% of
travelers plan their journey online.
But eliciting visitor interest and
generating brand advocacy needs
the support of relentless product
development.
The iconic Orchard Road has been
rejuvenated. Two integrated resorts
have opened -- the Marina Bay
Sands and Resorts World Sentosa
with Universal Studios Singapore.
Other mega developments are in tow.
Quips Yeo, “2010 is the year of the
transformed Singapore.”
And soon to hit the scene are a water
theme park, the Singapore River
Safari, an international cruise terminal,
Gardens by the Bay and the world’s
fi rst Youth Olympic Games in August.
34 Brand Equity Volume 2, 2010
“There is no let-up in the intensity of
product development,” insists Yeo.
To deliver year-long excitement, STB
is promoting Singapore’s very own
version of the four seasons – culture
chic, lifestyle, fun and celebration
seasons; except that it is a 24/7/365
affair arranged over four quarters.
And to make a point about being able
to personalize the experience, STB
has implemented parallel thematic
campaigns such as nature, fun,
romance and shopping – and each is
represented by an adapted insignia.
But there is a rather curious question;
why not MySingapore instead?
Clarifi es Yeo, “MySingapore is rather
prescriptive, whereas with
YourSingapore, we’re saying you can
enjoy Singapore the way you want it.”
And what has the campaign delivered
thus far? Says Yeo, “The initial
response is largely qualitative by
nature, with visitors expressing their
satisfaction with our portal and the
newer attractions. Quantitatively, it
is too soon to tell but Singapore is
recording new highs in monthly visitor
arrivals so far this year.”

Brand Equity Volume 2, 2010 35

BRANDING & BLOGS
BRANDS IN BLOGS
Where Compliments Can Go Viral in a Big Way
It’s become pretty much endemic
because everyone in Malaysia seems
to know a Blogger.
And you do not need to ‘qualify’ to blog.
Want to be heard? Have lots of free
time? Want to feel powerful? Just blog!
It’s the ultimate in user-generatedcontent!
And here’s one proof-point if you do
not believe in its power; Malaysian
politicians are some of the most prolifi c
bloggers.
Not surprisingly, no one can offer an
accurate tally of blogs in Malaysia.
“Though we represent a community
85,000 of bloggers, the actual number
far exceeds what we know,” says
Timothy Tiah, the executive director of
Asia’s fi rst blog advertising community,
Nuffnang.com.
Nuffnang’s business model helps
Bloggers monetize their blogs; and
advertisers to deliver their brand
experience through blogs.
For the uninitiated a blog simply is a
web log, and carries a chronological
publication of personal thoughts.
People can blog on any topic – politics,
photography, personal musings,
babycare, recipes, entertainment,
hobbies etc.; it’s almost never ending.
The Blogger becomes a publisher of
ideas, experiences and opinions.
Popular blogs draw a large audience
of followers that range from passionate
loyalists to just-passing-bys’. But they
have the power to infl uence. And it’s a
double edged sword as well.
“A travel blog can attract 3000 readers
every day. The popular entertainment
blog budiey.com receives anywhere
between 20,000 to 30,000 visitors
every day,” Timothy reveals.
Stories of Tony Fernandez engaging
Blogger Kenny Sia immediately after
his outburst about AirAsia’s service
quality have been told many times.
Stories of this type make blogs more
credible, and acknowledges the power
it can wield.
Brand Builders can through blogs
engage customers at a micro level to
create excitement for their brand.
“There are two ways of doing it. The
company can advertise in a blog
or engage a Blogger to write their
experience with the brand,” Timothy
says.
“Bloggers can also be engaged to trial
a product and post their experience. Or
they can be paid to write about it, and
that would be an advertorial,” he adds.
Seeding of new products, or an existing
product’s benefi ts and upcoming events
through blogs is one way of getting the
word out fast. Very often, they can kickstart
a word-of-mouth campaign. But the
results can be positive or negative.
Timothy Tiah
36 Brand Equity Volume 2, 2010
There’s no guarantee that a Blogger
can be absolutely ethical. Quid pro quo
does rear its ugly head sometimes;
or often. Treat Bloggers well and your
brand is in for happy times.
So how do we connect Rice Cookers,
blogs and target customers?
Explains Timothy, “Let’s assume that
Housewives with a household income
exceeding RM2000 and a family size
of three would be the target. The next
thing to do is to explore blog categories
that housewives are likely to visit, such
as parenting, cooking. Or, we can
broaden that to include the above 40s.”
“Next we plan how to engage the
target customer. We could organize a
family day, invite parent bloggers, their
friends and blog visitors to participate
in activities.”
But Malaysian brand builders are
hesitating to use blogs in a big way;
a good number simply hop into the
bandwagon.
Timothy admits that blogs are not a
primary means of engaging target
customers yet. Standalone blog
campaigns have not taken off in a big
way. “Blogs are usually brought in to
support a major campaign. However,
we organized a standalone campaign
in April this year and it entered the
Malaysia Book of Records. Over 500
fun loving Bloggers came together at
the Gatsby Deodorant Street Fair.”
There’s an interesting point to note
here – its 500 bloggers and not their
target readers. What if their readers
were invited? The numbers could have
been staggering!
Blog are yet to reach critical mass; and
that may not be far off. But its power
to infl uence cannot be ignored by the
brand building fraternity.
And did you know that there were over
500,000 active Bloggers during and
after the 2008 general elections? That’s
mega infl uence at work – big time and
overtime!
Timothy Tiah can be reached at
timothy@nuffnang.com

Nuffnang Chipster
Pajama Party
Challenge
New to the potato chips market,
Chipster wanted a visible platform to
increase its customer base.
Solution
In collaboration with Nuffnang’s First
year Anniversary, Chipster tied in and
came up with an event: Nuffnang
Chipster Pajama Party! The event was
pushed through Nuffnang’s platform. To
receive invites to the event, bloggers
had to write a blog entry titled ‘I sleep
better with Chipster’.
Results
The blogsphere was full of Nuffnang
Chipster Pajama Party buzz. And it
appeared Top 10 on Technorati search
list. Not only did top bloggers grace the
event, but a total of 350 turned up! The
event received over RM80k worth of
media coverage including a total of 400
blog write ups about Chipster!
Nuffnang Friso Family
Day Out
Challenge
Spoilt with choice, blogger parents of
youngsters and bloggers parents-to-be
do not know which milk powder is the
best. Friso wanted to grab hold of this
opportunity & educate the bloggers on
Friso Gold.
Solution
Nuffnang organised their fi rst blogger
parents gathering – Nuffnang Friso
Family Day Out! Friso came over to
introduce the benefi ts of Friso Gold.
Nuffnang’s home page was skinned
with Friso to enhance the campaign.
Nuffnang even got top blogger – Chan
Lilian to emcee the event!
Results
The turnout was encouraging! Over
300 pax with their families attended
the event! Media coverage was
secured from NST, The Star, China
Press and Sinchew Daily. Nuffnang
blogger parents such as Redmummy
was buzzing post-event on their blogs
expressing how much their children
enjoyed the Nuffnang Friso Family Day
Out!
Brand Equity Volume 2, 2010 37

By Chris Krishna
For Andrew Reddy, staying cool
and confi dent under pressure is an
acquired trait. He has the scars of
making tough decisions over a career
spanning 25 years to prove it.
Reddy, CWR’s Managing Director,
is a fi rm believer in taking calculated
risks. But while other established
entrepreneurs continue to crunch
numbers ferociously, Reddy has been
taking the high-speed route, opening
new restaurants in high-traffi c locations
throughout Malaysia.
The crown jewel within the CWR Group
is clearly TGI Friday’s. The American
casual dining restaurant chain is known
for offering hearty meals and drinks
served by friendly and high-spirited
staff.
“TGI Friday’s promises a fun, carefree
dining experience where you are
inspired to let loose and enjoy
Brand Development
Andrew Reddy
EVERYDAY IS STILL A FRIDAY
AT TGI FRIDAY’S
38 Brand Equity Volume 2, 2010
yourself,” says Reddy. “The distinctive
brand identity has allowed us to make
a mark in the restaurant business.”
Today, the iconic TGI Friday’s chain
operates and franchises over 900
restaurants in 61 countries globally.
According to Reddy, the growth
potential for TGI Friday’s in Asia is
promising.
“We’ve managed to sustain our
business in Malaysia despite
various economic challenges in the
past decade. Malaysians are very
discerning when it comes to food in
terms of quality and value – and we
offer both in a delectable platter.”
TGI Friday’s has certainly come a long
way since opening its fi rst restaurant
at the Life Centre in Kuala Lumpur in
1994. CWR, the licensed franchisee
of TGI Friday’s, currently operates 13
outlets throughout Malaysia.

Last December, CWR took a bold
step by opening its fi rst TGI Friday’s
restaurant in Singapore. Many
business experts questioned the timing
of CWR’s entry into Singapore at a
time when the Island Republic was just
recovering from the grip of one of the
worst recessions.
“We believe there’s an opportunity in
every crisis,” asserts Reddy. “At our
point of entry in Singapore, rental rates
were slightly softer with expanded retail
space. Our enviable location at the
Heeren has certainly given us a strong
competitive edge.”
Despite 2009 being a dark year in most
countries, Malaysia emerged as one of
TGI Friday’s fastest growing markets.
Reddy took advantage of declining
rental rates and delivered a plus profi t
for each restaurant chain under his
group.
“The restaurant business, like
most other businesses, is cyclical,”
Reddy observes. “There are ample
opportunities to grow our restaurant
network and brand portfolios even
in this economic downturn, albeit
at a measured pace. The group will
leverage on the experience gained
from operating a chain of different
restaurants by strengthening our
foothold in the F&B industry.”
Although food is a vital part of the TGI
Friday’s experience, Reddy maintains
that the brand culture distinguishes it
from other established restaurant chains.
“We bleed red and white in everything
we do at TGI Friday’s,” he states. “Our
staff is trained to serve customers to give
them the ultimate dining experience. The
casual atmosphere is also conveyed
through the stylised décor.”
Reddy admits that the music is
sometimes a little loud. “It’s a deliberate
ploy to let customers hang loose.”
And teamwork, Reddy believes, is
also a big part of TGI Friday’s success
story. “The minimum expectation in
the service business is excellence
in execution. Business will prosper
if you have the right team. Our team
has worked hard and grown together
with us. There are many who joined
as waiters and are now senior general
mangers or regional managers.”
The TGI Friday’s staff work with a
cross-functional approach. Operational
decisions are implemented with the
consensus of the staff. As part of a
global operation, TGI Friday’s enjoys
the benefi t of learning from successful
marketing and promotional efforts in
different parts of the world.
One of CWR’s biggest challenges is
staff recruitment. When the Group
recently advertised for a number of
positions for its chain of restaurants,
only three people turned up for
interviews as waiters.
Reddy concedes that it has a lot to
do with the Generation Y’s attitude.
“This generation of young adults is
tuned to computers who communicate
reasonably well online but lack verbal
skills. For better or worse, the digital
era has cultivated a generation of
introverts lacking in social skills.”
TGI Friday’s is a 45-year old heritage
brand that has managed to stay
relevant despite intensive competition
by constantly reinventing itself.
“Our outlets are revitalised periodically
with the addition of fresh elements
while retaining the old school charm,”
Reddy claims. “We strive to raise the
Brand Equity Volume 2, 2010 39
bar at regular intervals by introducing
new food items, changing the décor,
retraining our staff, and creating
innovative merchandising.”
CWR is surely on the fast-track in
expanding TGI Friday’s with the Group
looking at opening fi ve outlets in
Malaysia and three more in Singapore.
There are also plans to penetrate
markets like Indonesia in the near
future.
Meanwhile, Reddy continues working
round the clock and staying calm
despite the pressures of the job. The
scars may not be visible – but keeping
his fi ngers on the pulse of the F&B
industry obviously keeps the man
ticking.
For Reddy and his team, it’s business
as usual at TGI Friday’s. And they keep
working like everyday is a Friday.

Event Marketing
A Winning International
Health Fair
An established magazine with
an affi nity for health and
wellness does more with its
annual fair
By Chris Krishna
The telltale signs are obvious –
health and wellness have become
big business in Malaysia; and as
evidenced by the increasing number of
health clubs, fi tness centres and spas,
both modern and traditional.
Add to this the plethora of health and
wellness products available on shelves;
both local and imported. The rate at
which the sector is expanding coupled
with the society’s increasing penchant
for a healthier lifestyle is just the kind of
opportunity that companies are waiting
for.
And leveraging the phenomenon
among the many is Life
Publishers, a Malaysian company that
leads in the publishing and distribution
of a variety of Chinese language
magazines. And in the spread is Long
Life, with content that offers articles,
features and tips to pursue and lead a
healthy lifestyle.
For the uninitiated, the publishing
industry has been forced to bend its
business model in the past decade.
It’s no longer about collating and
distributing content.
Like a consumer product, the mantra
is now about active engagement of
readers and non-readers
through events
– such as a
fair, seminar,
concourse
event and
other activities
designed to
elicit interest.
Among
others, Long
Life claims
an edge by
organizing
the annual
40 Brand Equity Volume 2, 2010
Peter Chong Ong Lay Kean
“International Health Fair” – bringing
together an assortment of various
health and wellness product
manufacturers and marketers, service
providers and other related business
enterprises; and all of them take the
opportunity to exhibit their products and
engage customers directly.
“The fair is not only a value-add type
of event to Long Life but also our
advertisers and health industry players.
Close to a decade and we have seen
the number of visitors increasing; 10%
year-on-year since we fi rst started.
Last year, close to 50,000 visitors took
advantage of the various displays,
talks and activities,” says Advertising
Business Manager Peter Chong.
This year’s Long Life International
Health Fair, commencing 19th
November will be held at the Putra
World Trade Centre for 3 days.
“Whilst Long Life has loyal readers,
the event itself receives a boost from
our media partners. Popular dailies
Nanyang Siang Pau and China Press
have increased visitor count. This is
further supplemented with promotional
spots through national English and
Bahasa dailies. Radio also plays a
key role in promoting this event. Long
Life’s International Health Fair has the
highest share of voice in the event